Customer Marketing Lead

We're hiring a Customer Marketing Lead to own Paddle's customer storytelling, advocacy, and community-building efforts, supporting both our PLG and sales-led motions. This role turns customer success into scalable proof, and customer engagement into long-term advocacy that drives acquisition, conversion, and expansion.

You'll develop high-impact customer stories, commercial insights, and references, while also building community connections that fuel events, ABM, campaigns, and content. Crucially, you'll act as a conduit for customer insights, capturing and surfacing key feedback themes from our most engaged customers to influence GTM strategy, messaging, and product development.

What you'll do:

• Customer Proof Points: Build and maintain a library of case studies, quotes, short-form stories, and stat packs to support GTM campaigns, PLG sign-up flows, and sales conversations.

• Sales & PLG Story Enablement: Create and map proof points for both deal support and scaled motions. Deliver tailored stories for different personas, stages, and regions.

• Reference & Advocacy Program: Stand up a system to track, manage, and activate customer references and advocates across sales, marketing, and product initiatives.

• Customer Insights & Feedback Loops: Conduct interviews, surface patterns, and share insights with Product Marketing, Growth, and Revenue Marketing to sharpen ICP understanding, campaign messaging, and product prioritisation.

• Event & Campaign Activation: Recruit customers for panels, webinars, advisory groups, or peer-to-peer moments as part of events, campaigns, or outbound ABM plays.

• AI-Enabled: Use AI tools to accelerate opportunity identification and increase the velocity of storytelling at scale.

Where You'll Collaborate

• Revenue Marketing: Provide proof points that strengthen GTM narratives, campaigns, and thought leadership programs.

• Product Marketing: Align customer stories with key personas, use cases, and positioning themes for both motions.

• Demand Gen & ABM: Support targeted campaigns with customer stories and references by vertical, segment, or account tier.

• Growth: Surface stories that resonate with PLG users and support conversion across onboarding, feature adoption, and lifecycle messaging.

• Customer Success: Partner to identify happy customers, manage outreach, and maintain long-term relationships with top accounts.

• Sales & SDRs: Deliver reference content, customer logos, and customer call opportunities that improve close rates and accelerate deals.

Requirements:

• 7-10+ years of experience in customer marketing, lifecycle marketing, or closely related B2B SaaS disciplines, with clear ownership of post-sale outcomes such as adoption, retention, or expansion.

• A track record of building and scaling programs that demonstrably improve advocacy, product adoption, and customer engagement.

• Deep expertise in post-sale lifecycle strategy: you understand the customer journey from onboarding to renewal and know how marketing can influence outcomes at every stage.

• Demonstrated ability to define strategy, set direction, and influence senior stakeholders across Product, CS, and Revenue.

• A data-driven mindset with experience setting program KPIs tied to NRR , adoption, and retention.